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Research papers

Re-defining marketing measurement

The paper describes how superior modelling processes have developed in order to keep pace with, understand and measure the plethora of consumer touchpoints now used by marketers both online and offline. Further, it looks at the entire customer...

Catalogue: Congress 2011: Impact
Author: Hilary Perkins
September 18, 2011
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Citation

Perkins, H. (2011a, September 18). Re-defining marketing measurement. ANA - ESOMAR. Retrieved December 02, 2023, from


https://ana.esomar.org/documents/re-defining-marketing-measurement


Research papers

Becoming cultural architects

Many client-side research groups seek to challenge and change the paradigms in which their business operates into more consumer-centric ones.This paper describes how a single global segmentation study catalysed one organisation into rethinking many...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Hilary Perkins, Paul Buckley
September 19, 2004
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Citation

Perkins and Buckley (2004a, September 19). Becoming cultural architects. ANA - ESOMAR. Retrieved December 02, 2023, from


https://ana.esomar.org/documents/becoming-cultural-architects


Research papers

In touch with the spirit world

Many companies do branding studies. Many do segmentation studies. Both kinds of study provide extremely valuable diagnostic information to drive marketing strategies. Some companies even combine both in the same questionnaire. But very few studies...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003
Authors: Hilary Perkins, Paul Carney
March 30, 2003
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Citation

Perkins and Carney (2003a, March 30). In touch with the spirit world . ANA - ESOMAR. Retrieved December 02, 2023, from


https://ana.esomar.org/documents/in-touch-with-the-spirit-world-